THE IMPACT OF THE INHABITANTS MENTALITY ON THE METHOD OF TERRITORY POSITIONING

Abstract

In this work the author tries to reveal the importance of mentality when a method of positioning area is choosing. In

these times, when globalization is sweeping the planet, even on different continents, countries differ from each other only by language and race type. But all this should have their particular face. Many researchers have studied and continue to study the problem of mentality, of which there are many Ukrainian. It was found many approaches to concepts of mindset and mentality. But the author is inclined to think that mentality – is national community-specific stable set of irrational and rational features of collective representations of the world, a specific mentality, feelings, beliefs, attitudes. The term "mentality" is relatively young, but its origin is very ancient. The term "mentality" is interpreted ambiguously within different scientific approaches. There are many factors which, on the one hand, form mentality, on the other – maintain and change it. The first system of factors – a racial-ethnic community qualities, that is, the natural qualities of the subject mentality. The second system of factors – natural and geographical conditions of community living. The third system – the reasons contained in the stable result of "internal" centuries’s interaction of the community. The core of mindset are archetypes, stereotypes, myths, traditions, hierarchied norms and values that define specific targets for individual behavior. The mentality is the basis for ideology and politics. An adequate description of belief and behavior is essential for understanding the phenomenon of mentality. Over time, it may change due to changes in the factors of its formation. The mentality in terms of content manifests on a conscious and unconscious level, including measurements of genetic memory. In practice mentality represents a special type of thinking that expresses the vital people installations, persistent world examples, the emotional benefits of a particular cultural tradition. National mentality – is characterized by a national community stable set of irrational and rational features of collective representations of the world, a specific mentality, feelings, beliefs, attitudes, which are determined in material and spiritual culture, and in the characteristics and functioning of social institutions. When we talk about the mentality of a community, we mean that, firstly, the members of this community have a certain commonality in their outlook and, secondly, in their behavior can reveal patterns associated with this community of their worldview. National mentality, as opposed to ethnic mentality, characterizes by the awareness of the social community of their basic properties such as that different from those of other social communities. Some sociologists and psychologists believe that mentality –

is characteristic of the human soul and society, which can be changed more or less adapted to the specific conditions and challenges of survival and progress. Economic policies can not be effective excluding mentality, the current management, which is based on human relations, which includes national aspects. Area positioning can not be effective without consideration of mentality concepts also. During selecting a positioning strategy must take into account the individual characteristics of the mentality of the population, affecting both the visualization of positioning and the choice of strategy and channel promotion. This all you can find in author’s work.